his knowledge in
every-day selling becomes _second nature_ to him. Thus, and thus only,
is his _art_ perfected.

You will gain _knowledge_ from these books about _how_ to sell with
assurance the true idea of your best capabilities--about _how_ to sell
any "goods of sale" unfailingly. But you can develop the _skill_
necessary to the _actual achievement_ of certain success only if you
_continually use_ what you learn about the selling process. You must
perfect your selling _art_ by the intelligent employment of every _word_
and _tone_ and _act_ of your life to attract other men to you, and to
impress on them convincingly true ideas of your particular ability.

[Sidenote: Be a Salesman Every Minute]

The master professional salesman is "always on the job" with his three
means of self-expression, to get across to prospects true ideas of the
desirability and value of his goods. He is a salesman _every minute_,
and in _everything_ he does or says. You can become as efficient as he,
in selling ideas about _your_ "goods of sale," if your proficiency
becomes as _easy and natural_ as his. Such ease is the _sure_ result of
sufficient right practice.

You have countless opportunities daily to make use of the selling
process. In each expression of yourself--in your every word, tone, and
act--you convey _some_ idea of your particular character and ability.
You should _know how_ to make _true, attractive_ impressions of your
_best_ self; and how to avoid making _untrue_ and _unfavorable_
impressions by what you do and say. Then, when you have _learned_ the
most effective _way_ to sell ideas about yourself that you want other
people to have, it is necessary that you _use_ the selling process
consciously all the time until you grow into the habit of using it
unconsciously, as your second nature. Once you are accustomed to _acting
the salesman continually_, it will be no more difficult for _you_ to be
"always on the job" selling right ideas of your qualifications for
success, than it is for the _professional_ user of the selling process
to be a salesman "every minute."

[Sidenote: Your "Goods of Sale"]

As already has been emphasized, "the goods of sale" in your case are
your _best_ capabilities. You need first of all to _know_ your true
self, before you can sell true ideas about your qualifications for
success. Your _true_ self is your _best_ self. You are untrue to
yourself, you balk your own ambition to succeed, unless you deve